Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter 9 Communication and Consumer Behavior
9 - 2 Copyright 2007 by Prentice Hall ANEESA KANWAL ANEELA SALIM ANNAM MANZOOR ROZINA YOUNUS NABIHA SIDDIQUE MEHWISH WAHEED
9 - 3 Copyright 2007 by Prentice Hall Basic Communication Model
9 - 4 Copyright 2007 by Prentice Hall The Communications Process The Message Initiator (the Source) The Sender The Receiver The Medium The Message The Target Audience (the Receivers) Feedback - the Receiver’s Response
9 - 5 Copyright 2007 by Prentice Hall The Target Audience (receivers) Personal characteristics and comprehension Involvement and congruency Mood Barriers to communication –Selective exposure to messages –Psychological noise
9 - 6 Copyright 2007 by Prentice Hall Comprehensive Communication Model
9 - 7 Copyright 2007 by Prentice Hall Designing Persuasive Communications Communications strategy –Must include objectives –Includes cognitive models –Newer models include perception, experience, and memory
9 - 8 Copyright 2007 by Prentice Hall Communications Strategy Perceptions Experience Memory
9 - 9 Copyright 2007 by Prentice Hall Designing Persuasive Communications Target Audience –Segmentation is key Media Strategy –Consumer profile –Audience profiles
Copyright 2007 by Prentice Hall Designing Persuasive Communications Message Strategy –Involvement theory Central and peripheral routes Aflac Video
Copyright 2007 by Prentice Hall Buyer Personalities and Advertising Strategies RighteousSocial Pragmatic How might advertising be designed for these three distinct buyer types?
Copyright 2007 by Prentice Hall Involvement Theory and Persuasion The Elaboration Likelihood Model (ELM) proposes that marketers use the central route to persuasion for high involvement products and the peripheral route to persuasion for low involvement products
Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Wordplay Used to create a double meaning when used with a relevant picture Message Structure and Presentation
Wordplay on SUV
Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Positive framing Negative framing One-sided vs. two- sided Message Structure and Presentation
This ad uses negative framing.
Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Marketer claims product superiority over another brand Useful for positioning Message Structure and Presentation
Copyright 2007 by Prentice Hall Comparative Advertising
Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Primacy Recency Order of benefits Message Structure and Presentation
Copyright 2007 by Prentice Hall Designing Persuasive Communications Resonance Message framing Comparative advertising Order effects Repetition Important for learning Message Structure and Presentation
Copyright 2007 by Prentice Hall Emotional Advertising Appeals Fear Humor Abrasive advertising Sex in advertising
Copyright 2007 by Prentice Hall Impact of Humor on Advertising Humor attracts attention. Humor does not harm comprehension. Humor is not more effective at increasing persuasion. Humor does not enhance source credibility. Humor enhances liking. Humor that is relevant to the product is superior to humor that is unrelated to the product. Audience demographic factors affect the response to humorous advertising appeals. The nature of the product affects the appropriateness of a humorous treatment. Humor is more effective with existing products than with new products. Humor is more appropriate for low-involvement products and feeling- oriented products than for high-involvement products.
Copyright 2007 by Prentice Hall Marketing communications and Ethics Precision targeting Contents of promotional messages
Copyright 2007 by Prentice Hall Precision targeting Loss of privacy Narrow casting Manipulation of consumers
Copyright 2007 by Prentice Hall Contents of promotional messages